Profitable Marketing Communications Presentation At Si New House, Syracuse University (18 November...
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Transcript of Profitable Marketing Communications Presentation At Si New House, Syracuse University (18 November...
![Page 1: Profitable Marketing Communications Presentation At Si New House, Syracuse University (18 November 2008)](https://reader034.fdocuments.us/reader034/viewer/2022042623/547ec646b379593a2b8b54eb/html5/thumbnails/1.jpg)
Young
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profitable
Strategies for delivering marketing return on investment
communications
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focus on the
time to……..
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marketing is a necessary investment for long term growth.
43% of financial directors believe“
”
Source: Survey of CFO’s and finance directors of the top 1000 companies in the UK conducted by KPMG and the Financial Times
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agencies aren’t nearly focused enough on marketing ROI
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when agencies talk about advertising effectiveness, they really mean….
branding
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campaigns fail to create value.
84% of marketing
Copernicus Marketing Consulting
“
”
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what is
ROI?
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or…
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another name for
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our
1. outcomes not outputs
2. unifying the ROI agenda
4. Double-down on your existing customers
3. focus investing
to profitable marketing
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1
outcomes, not outputs
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outputs:reach & frequency, CPM’s
awareness
click-throughs
cost per acquisition
brand equity
measurable, but lack boardroom credibility or inspiration for communication ...
1
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outcomes, not outputs 1
• Clear line of sight
• A few key metrics
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metrics need to be pro-active rather than defensive
1
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HooburritoHoobastank
Hot N Cold Cherry Chocolate Cappuccino
Katy Perry
The Great EggsSteakBoysLikeGirls
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outcomes, not outputs
CHECKLIST
• Clear line of sight
• A few key metrics
• Pro-active rather than defensive
1
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2
unifying the ROI agenda
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2
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2 7. Review Process
6. Deploy Data Strategically
5. Establish
marketing dashboard
Unifying the ROI Agenda
1.Build a Team
4. Initiate
Marketing Communication
Development
2.Align the
ROI Objectives
3. Establish Metrics
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focus investing
3
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3marketing campaigns that
lack focus
poorly allocated or inefficient spending
ill-defined targeting weak positioning
too many messages too many metrics
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Human beings don't want to stay focused, so my job is to get them to focus their creativity around the focus; focus their productivity around the focus; focus their efficiency or effectiveness around the focus.
A G Lafley, Chairman & CEO Procter & Gamble
3
“
”
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3
superior cleaning
color protection
stain fighting
fragrancedetergent
product feature focus
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Targeting 16-24
target market focus3
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single product focus3
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media channel focus
• Use of Media
3
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focus investing
CHECKLIST
• fewer
• bigger
• better
3
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Double down on existing customers
4
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Companies that focus on brand equity place brands on a higher pedestal than customers. Brands are magnets to attract new customers, and anchors to hold existing ones. It must never be forgotten that it is customers, not brands that deliver profits
Nick Wreden author of ‘Profit Brand’
“
”
4
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US businesses lose half their customers every five years
4
“”
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4
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4
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our
1. outcomes not outputs
2. unifying the ROI agenda
4. Double-down on your existing customers
3. focus investing
to profitable marketing
![Page 38: Profitable Marketing Communications Presentation At Si New House, Syracuse University (18 November 2008)](https://reader034.fdocuments.us/reader034/viewer/2022042623/547ec646b379593a2b8b54eb/html5/thumbnails/38.jpg)
profitable
Strategies for delivering marketing return on investment
communications